An empirical study to analyse consumer decision-making and their purchase intention towards products promoted via Internet marketing
by Rajshree Panda
International Journal of Collaborative Enterprise (IJCENT), Vol. 4, No. 4, 2014

Abstract: In the modern era, consumers are having access to a lot of information. Many companies have found the importance of collaboration and creativity. Due to immense competition, companies need to find out the unspoken and unmet needs of the consumer. So it is very important for companies to build strong and influential brands. Consumption of any product is not accidental, but a manifestation of a consumer-buying behaviour and consumer's belief (psychological, economical, social, cultural, and geological). Social networking websites such as Facebook, Twitter, Myspace, and YouTube have seen the growth of users. Various organisations have started exploring the power of such a large user membership to influence the online buyers. There are so many reference groups which influence consumer-buying behaviour. This paper explores the role of technology advancement and social media in the process of flow of information and its impact on consumer collective wisdom.

Online publication date: Tue, 20-Jan-2015

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